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DAA Mobile Guidance Enforcement Begins Today: Why That’s Important

September 1, 2015

By Lou Mastria

As of today (September 1, 2015), companies which collect and use data across mobile sites or mobile apps for interest-based advertising purposes will be required to demonstrate compliance with the Digital Advertising Alliance Principles as they relate to mobile activity. Importantly, the DAA Principles also include obligations for accessing and using precise location data and personal directory data (such as directories, contacts, photos, etc.).

The announcement of the start of independent accountability in mobile is an important milestone for DAA -- our two enforcement partners Council of Better Business Bureaus and Direct Marketing Association -- and for all of our trade association partners who have helped support self-regulation.

It is important because it continues the drumbeat of DAA delivering on our industry's ecosystem-wide promises for easy-to-find, easy-to-use consumer privacy controls.

It is important because it demonstrates a commitment to meaningful, independent accountability.

It is important because it helps preserve the promise of convenient and relevant mobile engagement between brands and consumers.

It is important because we've demonstrated time and again that nimble self-regulation is the appropriate answer for a dynamic advertising ecosystem.

As you can see, I believe this is ... well, important.

Included here are links to resources that may be helpful to you in your DAA Mobile Guidance plan of action, or to re-assess the compliance work many DAA participants have already undertaken.

Thank you for your continued support of the DAA program as it keeps pace with the multi-screen consumer.